Organic. Feed Your Happy launches on 5 September 2017, aiming to boost the organic market sales in the UK. The EU-funded campaign has been launched by the Organic Trade Board (OTB) and kicks off to coincide with Organic September.
Now in its fifth consecutive year of growth with sales up 7.4%, demand is higher than ever as UK consumers continue to seek authenticity and provenance.
Catherine Fookes, Campaign Director, Organic Trade Board, says: “We’re at a tipping point for organic. We have market growth, retailers getting behind organic and giving it more visibility, and in Organic. Feed Your Happy an industry funded campaign to promote and grow organic. This consistent and strong consumer demand for organic is the start of a long term trend, not a momentary spike.
“The demand for organic presents a real opportunity for UK organic farmers and farmers investigating conversion to organic, as UK organic production needs to increase to meet growing demand from domestic consumers and for export.”
With current figures showing that 82% of UK shoppers buy at least one organic item per year, but since 2016 at 79.5%, the OTB's campaign aims to target those who already buy organic items, with a particular focus on young families, new mums and those conscious about health and fitness.
“This isn’t about people having an entirely organic basket but trying a few more items – whether that’s fresh produce, dairy, eggs or meat.” Fookes, explains.
Radio and TV presenter Sara Cox is the face of the campaign, and is encouraging the nation to join in and share their favourite organic foods at #FeedYourHappy.
In support of the organic sector, the OTB will spend £1.2 million on the campaign in September alone. Reaching the target audience on the way to work, school or the shops, the Organic. Feed Your Happy advertising campaign will appear outside supermarkets, on trains, on roadside billboards, in the press and across digital channels to celebrate organic and to help drive sales of organic food and drink.
Here are some key facts about how Organic, Feed[s] Your Happy, based on research by Organic Trade Board:
- More than two thirds of consumers (68%) say organic food makes them feel happy because “it benefits me, it benefits the animals and it benefits the environment”. Amongst females this increases to 78%.
- 80% say food with great taste makes them feel happy.
- 78% say food produced with high animal welfare standards makes them happy.
- 77% say food produced in a way that takes care of the environment makes them happy.
- Nearly eight out of 10 (79%) consumers feel happy knowing the food they buy supports farmers.
The Organic Trade Board was formed in 2009 and has one aim: to grow organic sales in the UK. With over 150 members, OTB represents over 70% of the UKs organic market from brands, processors, co-ops and retailers. www.organictradeboard.co.uk
Visit the official campaign website for further information here: www.feedyourhappy.co.uk